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| | PAUL GILLIN
SEPTEMBER 6, 2011 The Trouble with Klout
In essence, Klout treats every social network the same and all interactions equally, she said. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. The more I look at it, the less I like it. Beyond Followers.
| | PAUL GILLIN
JUNE 24, 2010 How to Calculate Social Marketing ROI
In order to do ROI right, you need to track every customer contact, not just interactions with the sales force. Web analytics today deliver unprecedented insight about online interactions. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. My biggest concern is that these ideas are overly simplistic. EMC Corp. Of course not.
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| | PAUL GILLIN
JANUARY 20, 2011 How B2B and B2C Marketing Are Different
The fact is that much of what works in consumer markets would fail in B2B interactions. My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Download a sample chapter.
| | PAUL GILLIN
AUGUST 4, 2011 Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
EMC doesn’t use Facebook’s wall to much effect, but its purpose seems more promotional than interactive. For interactivity, it’s hard to beat Intel’s page, which has racked up nearly 2.7 Something as simple as asking people what they plan to do for the weekend can create interaction. Let’s look at some examples of what they do well. million likes*.
| | PAUL GILLIN
OCTOBER 11, 2012 15 Tips for Getting the Most From LinkedIn Groups
LinkedIn is the only major social network that doesn’t permit brands to interact as members. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. Make it Personal. Only people can post content. With that in mind, make sure your posts have a personal tone. Follow Up.
| | PAUL GILLIN
NOVEMBER 28, 2011 As Business Goes Social, CIOs Sit on Sidelines
Understanding the dynamics of these new interactions and organizing businesses around them will be the major business challenge of the next five years. The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. To my surprise, not a single tweet had been logged during the past hour. Same Old Song and Dance.
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PAUL GILLIN Facebook, LinkedIn and Twitter in Plain English
| WEDNESDAY, APRIL 18, 2012
My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction
. The more active members are in the community, the greater their influence and the richer the interactions
with other members. version of the classic impression, but social network interactions
are potentially much more important because members can comment upon, endorse and share other members’ activities with their own networks. Perhaps you’ll find these basic explanations useful in some context. Facebook & LinkedIn. MORE >>
PAUL GILLIN Sensible Talk About Social Media Measurement
| WEDNESDAY, JANUARY 4, 2012
The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions
can’t be quantified stubbornly persists. Those who still harbor this misconception should do themselves a favor and pick up Measure What Matters , a guide to digital ROI that puts common sense ahead of the current fan/follower frenzy. I’ll admit my biases up front. I’ve known author Katie Paine since her days as a PR pro in the 1980s and am an unabashed fan. This is an important point because many of the tools Paine recommends work well in any medium. MORE >>
PAUL GILLIN The Power of B2B Communities
| THURSDAY, MAY 27, 2010
The SMB market is coveted by technology firms, and many of them pay Spiceworks for the chance to interact
with the audience of over one million IT professionals for activities ranging from market research to product design. Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer. The rest of the chapter will go into the various kinds of social communities and how to use them, with examples from the HR, food service, medical and construction industries. MORE >>
PAUL GILLIN Social CRM: Curb Your Enthusiasm
| THURSDAY, OCTOBER 7, 2010
CRM is a well-established discipline that presumes that the more information we can capture about a customer’s interactions
with our company, the better we can deliver products and services that the person wants to buy. It seems only natural that online social interactions
should be part of this profile. CRM is hard to do well because A) everyone who interacts
with the customer must be committed to documenting every touch point; and B) the company must have the analytical chops to know what to do with the data it collects. encourage you to restrain your enthusiasm. right. MORE >>
PAUL GILLIN The Social CIO: Texas Health Builds a Knowledge Engine
| FRIDAY, DECEMBER 9, 2011
People are learning to treat each other as people instead of titles, and that improves the quality of interaction
. Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies. Having played the scold, I also want to recognize the efforts of CIOs who get it. The Next Big Thing This is one in a series of posts that explore people and technologies that are enabling small companies to innovate. The series is underwritten by IBM Midsize Business , but the content is entirely my own. million customers. The first event was a sellout. MORE >>
- McKinsey Research Again Validates Social Technology Benefits PAUL GILLIN | TUESDAY, DECEMBER 27, 2011
- How to Run a Great Dinner Meeting PAUL GILLIN | WEDNESDAY, APRIL 4, 2012
- Live Blog: Lotusphere 2012 Opening Session PAUL GILLIN | MONDAY, JANUARY 16, 2012
- B2B Blogging Gets Publishing Discipline PAUL GILLIN | THURSDAY, MARCH 24, 2011
- How Much Should You Pay For Content? PAUL GILLIN | THURSDAY, JUNE 9, 2011
- Awareness E-Book Raises the Bar on Social Measurement PAUL GILLIN | FRIDAY, JULY 29, 2011
- Weinberger Wisdom PAUL GILLIN | FRIDAY, JUNE 4, 2010
- B2B Blogging Excellence PAUL GILLIN | TUESDAY, MAY 25, 2010
- Millennials: Coming Soon to a Cubicle Near You PAUL GILLIN | THURSDAY, AUGUST 26, 2010
- 10 Tips For Moderating a Great Panel PAUL GILLIN | THURSDAY, SEPTEMBER 23, 2010
- Interesting Threads in Dell’s 2013 Social Media Predictions PAUL GILLIN | WEDNESDAY, FEBRUARY 27, 2013
- How Will Computers Serve Us in 2020? PAUL GILLIN | MONDAY, OCTOBER 31, 2011
- Eloqua’s Innovative Blog Tree PAUL GILLIN | WEDNESDAY, DECEMBER 15, 2010
- Surveys Show ‘Social Business’ Concept Gaining Traction PAUL GILLIN | WEDNESDAY, NOVEMBER 16, 2011
- Slides and Video Cover What You Need to Know About Search PAUL GILLIN | FRIDAY, MARCH 8, 2013
- CareOne Cashes In On Community PAUL GILLIN | MONDAY, FEBRUARY 7, 2011
- ComScore Data Illustrates But Also Obfuscates PAUL GILLIN | THURSDAY, MARCH 1, 2012
- Social Marketing Wisdom From a True Practitioner PAUL GILLIN | THURSDAY, JANUARY 24, 2013
- Recent Writings: Negativity, Social Gaffes and Farewell to Case Studies PAUL GILLIN | FRIDAY, JULY 15, 2011
- David Ferrucci on Building the World’s Smartest Computer PAUL GILLIN | MONDAY, OCTOBER 31, 2011
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